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Struggle to Generate Traffic For Your Site? Here’s Why Your B2B Marketing Needs More Video

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Video may not be the intuitive first choice for most B2B marketing strategies. B2B brands typically aren’t offering an easy sell or highly appealing products. It’s usually more practical, needs-based solutions that business owners and teams need to make their lives easier.

But what is more eye-catching? An authentic, high-quality video production or another lengthy article that takes too long to read? Today’s internet scrollers aren’t just looking for prank videos. CEOs and consumers alike crave quality video content that educates, delights, and engages them in a passive way.

Quality, engaging videos drive action and traffic! Here are a few more reasons why your B2B marketing needs more video content!

Video Content Isn’t Just “On The Rise” — It’s at the Top

In both short-form and long-form, video proves again and again that it is the king of digital content. Platforms like TikTok, Instagram, and YouTube showcase just how desirable video content is to consumers and businesses alike.

With over three billion searches a month, YouTube isn’t just for cats and fail videos anymore. Did you know that according to Mushroom Networks more than 60 billion hours of video content is viewed each month and 100 hours of content is uploaded every minute? Billions of people are actively seeking and creating video content!

The story is the same for B2B brands everywhere. Hubspot say 86% of businesses already leverage video marketing as a key marketing tool, that’s more than 20% higher than just six short years ago. That same percentage reports that video is also brilliantly effective for lead generation!

Video is also a highly versatile marketing tool. You can engage your ideal customer on multiple social media platforms, such as Instagram, Facebook, YouTube, and even LinkedIn. Educate and provide value, leverage testimonials, and even convert eyeballs into sales with strategic video content.

Long-form video content can be easily trimmed and recycled for sharing in bite-sized nuggets in more engaging and entertainment driven ways for TikTok and Instagram Reels. Wherever your customer is, whatever they want to see, that’s where you need to be and what you need to provide! And today, that’s video content!

Videos Propel Customers Through Your Sales Funnel

Creating video content that appeals to your ideal customer at every stage of their customer journey propels them deeper into your sales funnel. Even if your customer journey is unique to you, the core concepts are the same:

  • Awareness
  • Like
  • Know
  • Trust

Create engaging explainer videos to increase brand awareness. Showcase high-quality product promos to grow your likeability. Highlight your positive company culture and compelling brand story videos to slide into the “know” category. Feature successful case studies and testimonials to boost their trust in you and your brand.

All of these touchpoints along your sales funnel can be accomplished in other formats but video is by far the most dynamic!

B2B Video Marketing via Email

You’re already emailing your list, or you should be. Adding embedded videos into your email marketing campaigns engages your subscribers in a unique way and increases conversion rates.

Plain text doesn’t always achieve the same results. Readers grow blind to stale paragraphs and they hold a lower level of impact simply due to volume. The visual stimulation blended with audio input from a video creates an experience for the viewer, right in their inbox.

You can provide product promos, enticing lifestyle footage, highlight your positive company culture, or make an exciting announcement. Tell your compelling brand story, showcase client testimonials, include videos in your regular newsletter, or nurture and educate readers as they move through the sales funnel.

All of which would have a much greater level of impact with video! Use these videos to drive action and increase traffic to your website and conversions for your products and services.

Explainer Videos in B2B Video Marketing

The modern explainer video has grown well beyond the old “but wait, there’s more!” that we all love to mock. Explainer videos are highly effective content marketing tools that help you present important, helpful information in a short amount of time. When done well, they have become essential to the decision-making process and create a memorable experience for increased brand awareness.

Video content is a compelling, easily digestible format when used traditionally, but explainer videos are even more engaging. Usually three minutes or less, they present information in a colorful, simple way that creates trust and credibility with the viewer.

Explainer videos run the gamut of content:

  • Event footage
  • Industry expert interviews
  • Fun animated videos
  • Whiteboard or storyboard videos
  • Screen recorded tutorials

Create more time in your day and on your team’s calendar by creating videos for customers and prospects that you find yourself answering on a regular basis. Answer common questions, detail product features, promote upcoming events, and offer tutorials. These are all ways to easily leverage video where you know it’s needed because that’s where you spend your time!

Explainer videos are suitable across multiple platforms and stand out in search results or ads. If you schedule a one-on-one pitch demonstration, this saps time and manpower. But if you can whet their appetite with an explainer video, much of the work is done for you and is infinitely recyclable.

By posting your explainer video on social media, your website, or landing page, you can extend both its reach and impact for lead generation. And happy customers love to share engaging content! Create an explainer video with personality and you have automatically increased its shareability.

Generate More Traffic With B2B Video Marketing

Videos are uniquely positioned to carry emotional impact. You just have to visit your local movie theater and enjoy the latest blockbuster to know that! Common sense and rational have a place in B2B marketing, but you are marketing to humans and humans have emotions.

Offering a humorous anecdote, creating and satisfying a viewer’s curiosity, inspiring trust in your brand; these are all emotions. And emotions drive action! Leverage video marketing in your B2B strategy to build credibility, boost traffic, and increase conversions!

About the author


Torrey Tayenaka

Torrey Tayenaka is the co-founder and CEO at Sparkhouse, a training video production agency. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations.Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.